A Brand gives a product a distinct identity

A Brand consists of all the features that make up a product’s image

Brands are created using names, logos, slogans to convey the product’s personality or position

Unbranded products are called commoditiesEx. Wheat, Oil, Minerals (Iron Ore, Gold, etc)

Branding & Positioning

Benefits of a Good Brand… Brand leadership often maintained over

long period of time Easy for consumers to identify goods or

services Assures purchasers of consistent quality Can be advertised and recognized Reduces selling time and effort Reduces price comparisons May be only thing that a competitor

cannot copy

Brand Examples

Auto Industry

FordBuick

BMWToyota

MazdaChrysler

SubaruFerrari

MiniVolkswagen

Branding

Brand names are either … corporate dominant

or

product dominant

Branding

Corporate dominant names include the name of the manufacturing company in the brand name or as the name of the product (Roots, Nike, Hollister)

Product dominant names try to connect a product with its positive attributes (Zest soap, iPhone, PlayStation)

Branding - Logos

Logo is the term for all of the symbolic ways to create a brand:

Includes trademarks, brand marks, logotypes & corporate symbols

Logos have 3 basic forms: Monogrammatic Symbols Visual Symbols Abstract Symbols

Branding - Logos

Monogrammatic Logos:consist of the stylized writing of the company’s or product’s initials.

Branding - Logos

Visual Symbols:Usually line drawings of people, animals or objects

Branding - Logos

Abstract Symbols: Shapes that carry a visual message

but are not identifiable objects They convey a vague product

association

Brands in common language...

Some brand names are so successful they become part of our everyday language...can you name some:

Ziplock Band Aid Xerox Vaseline

Kleenex Q-tip Jell-o Others...?

World’s Most Valuable brands

Private label brands… A private label is a brand that a retailer

creates to exploit their corporate image Only that retailer can sell it It allows them to differentiate

themselves (And control price and quality)

Examples: Loblaw’s “President’s Choice” Shopper’s Drug Mart’s “Life” brand

Brands and Slogans A slogan is a short, catchy phrase

that is always attached to a company/product’s name and logo

Captain Obvious’ Examples: Nike: ______________ McD’s: ______________

Brands and Slogans

Good Slogans ….Are short (7 words or less)

States the brand name Tells the consumer what the

company/product does Is catchy and memorable Carries a positive message

Successful Slogans…

Refreshing a Brand… Companies will make changes to products in an

effort to create or stimulate ‘brand awareness’ Ex: change package, target market, ads… Milk-”Drink Milk...Love Life” imparts a healthy

association with milk. It would be difficult to re-position milk as a trendy drink

Mountain Dew was transformed from a drink associated with “Hillbillies”, to one associated with extreme sports enthusiasts.

Foreign markets require special product and brand positioning due to cultural, political, religious and economic factors

Extending a Brand… Brand extension involves using an established

brand’s success to introduce a new but SIMILAR product

Example: Humpty Dumpty chips logo used to extend in the snack market (Ringolos)

The idea is for consumers to buy the new product because they will think it has the same quality as the older and more established product used in the brand extension

Any others?

Brand Extensions Cont’d…

Extending a Brand does not always work…

Bic Underware

Harley Davidson Perfume

Licensing a Brand…

Some companies license the use of their brand identification to other companies for a fee:

Example: Dolby Sound used in music equipment, etc

Celebrities often license the use of their names to endorse products

Can you think of any?

Co-Branding

When two or more brands combine and cooperate for their mutual benefit

Example: Crest and Scope, Wal-Mart and McD

Any others?

See “Twenty Co-Branding Examples”

Brand Acquisition…

Just what the title implies Rather than developing a new brand,

a company may (with enough $$) buy an existing brand

Important to note that there are no changes

Examples: Nike purchasing Bauer, Google purchasing YouTube